Week 3 | June 2024
Times Internet for Marketers
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In-Depth
AI is a dominant topic in advertising, often highlighted for its impact. However, there's a notable gap between how advertisers and consumers view AI. While advertisers actively use AI tools to personalize messaging and enhance speed, creative development still presents untapped potential for LLMs. The industry is keen on exploring AI's broader applications in scaling production, improving personalization, and possibly replacing traditional testing methods with advanced AI-driven approaches.
Combining AI and human talent can streamline production: In today's rapid media environment, brands must rapidly produce creative assets swiftly. While AI holds promise, blending human creativity with robust AI tools creates the best outcomes. AI facilitates seamless adjustments like enhancing images for expansive digital displays. Human oversight preserves artistic integrity where AI has limitations, while AI bolsters scalability in tasks such as image creation and editing.
The simplicity of dynamic personalization: Achieving real-time personalized creative demands meticulous coordination to ensure each user receives the appropriate ad. This process can be highly labour-intensive, yet AI offers a crucial solution to enhance efficiency. AI enables teams to automate initial content analysis of images and videos within a digital asset manager, performing tasks such as object detection, segmentation, and classification for personalized content.
Revamping A/B Testing: Embracing AI: A/B testing is a cornerstone of marketing for optimizing web copy and email subject lines. However, AI now offers a more sophisticated alternative. AI-driven multivariate testing automates variant creation, speeds iteration, and boosts performance, ensuring only top-performing ads are served by automatically pausing underperforming ones. Responsibly harnessed, AI accelerates creative innovation, efficiency, and brand outcomes, empowering advertisers to optimize resources and streamline production effectively.
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Industry News
Spotify has launched Creative Lab, its new in-house agency aimed at fostering creativity with a Spotify-centric approach. Available in 11 markets including India, the US, Brazil, Mexico, Japan, Singapore, Australia, the UK, Germany, France, and Italy, Creative Lab will collaborate with brands and agencies to inspire and scale creativity. Local Creative Lab teams will offer tailored insights and collaborate closely with brands and agencies through workshops, inspiration sessions, and joint ideation. Currently, brands such as The Coca-Cola Company and Royal Enfield are using Creative Lab to boost their brand stories in India.
Disney+ Hotstar has introduced Pause Ads for its Connected TV (CTV) feed, making it the first in the country to offer this feature. This follows their earlier 3-D breakout billboards for mobile, highlighting their commitment to innovative ad solutions. Users typically pause content 4-5 times daily, with most pauses under 10 seconds. Pause ads provide a seamless, non-intrusive ad experience during these breaks.
WPP has introduced Production Studio, an AI-driven production tool developed with NVIDIA Omniverse and integrated into WPP Open. This advanced application automates the creation of text, images, and videos, meeting advertisers' demands for scalable and brand-consistent content. It provides efficient 3D model creation, top-tier visual content, multilingual copywriting, customizable assets, targeted messaging, and real-time performance analysis. Stringent governance ensures adherence to brand safety and regulatory standards throughout.